"Viveli" or "GameTheory" are the company names, see comments on Cutts page. According to the posting, they even lost ties to their former toolbar partners Zugo.com because Bing.com shut them down for forced installs (like on Bright.com or on CNET).
The person behind it is Eduardo Vivas, who just opened up his new startup Bright.com, which is Co-Reg scam, if you look at the getsatisfaction.com support requests this becomes very clear. Sign up people, send them to education affiliate offers, cold call them from a call-center and have them download a toolbar to get access to job postings.
I have the openinstall toolbar path install wizard, linked to a bunch of silent installers and originally found on download.com and a couple other smaller "game" sites, in our malware database. The database is collected by a robot that scans the net for such "non typical" installers. Maybe CBS changed it or was just trying them out. Either way, they are scammers.